In 2025, self-directed investing is more accessible than ever, thanks to advanced investment apps with AI-driven tools. Whether you're a beginner, active trader, or long-term investor, there’s an app tailored to your needs. Here's a quick breakdown:
- eToro: Social trading, portfolio insights, and CopyTrader for replicating top investors’ strategies.
- InvestEngine: Zero-fee DIY investing with ETFs, one-click rebalancing, and automated savings.
- Plum: AI-driven savings and investment automation, with flexible subscription pricing.
- Nutmeg: ETF-based portfolios, socially responsible options, and AI-powered Smart Alpha portfolios.
- Mezzi: AI tools for fee optimization, tax strategies, and wealth management.
Quick Comparison
| Platform | Key Features | Fees | Best For |
|---|---|---|---|
| eToro | Social trading, CopyTrader, portfolio tools | $0 for stocks/ETFs, others vary | Active traders, collaborative investing |
| InvestEngine | Zero-fee DIY investing, automated rebalancing | £0 for DIY portfolios | Cost-conscious investors |
| Plum | AI-driven savings and investments | £0-£9.99/month | Beginners, automated investing |
| Nutmeg | Thematic and socially responsible portfolios | 0.25%-0.75% annually | Passive, socially responsible investors |
| Mezzi | Hidden fee detection, tax optimization | $119/year Premium | Tech-savvy, cost-focused investors |
These platforms cater to different investment styles, making it easier than ever to take control of your financial future. Read on for detailed reviews of each app.
4 Best Beginner Investing Apps for 2025
1. eToro
eToro stands out in social trading and portfolio management, serving over 25 million users across 140 countries . For U.S. investors, it offers access to more than 3,500 stocks and 290 ETFs .
In January 2025, eToro introduced a new suite of portfolio tools aimed at improving user experience .
| Feature | Description | Benefit |
|---|---|---|
| Portfolio Breakdown | Analyzes asset types, sectors, and geographies | Provides a clear view of diversification |
| Risk Insights | Highlights high-risk assets and correlation patterns | Helps with better risk management |
| Expected Dividends | Tracks dividend income for each stock | Assists in planning passive income |
| Performance Comparison | Benchmarks portfolio performance against the S&P 500 | Enables strategic portfolio evaluation |
"At eToro, we believe that knowledge is the ultimate power when it comes to investing. Our new cutting-edge portfolio insights are designed to give our users a strategic edge, offering unparalleled clarity on performance, risk, and diversification opportunities. Whether planning for long-term wealth or fine-tuning their investment strategy, we're equipping our users with the precision and confidence they need to navigate the complexities of the market and achieve their financial goals." - Or Peled, VP Product Strategy and Growth
Cost Structure:
- Commission-free trading for unleveraged stocks and ETFs
- 0.09% commission on leveraged positions
- 1% fee for cryptocurrency trading
- $5 flat withdrawal fee
- $10 monthly inactivity fee after 12 months
One of eToro's standout features is its CopyTrader tool. This allows users to replicate the trades of top-performing investors. While the Top 50 copied traders achieved an average annual gain of 29.10% , it's worth noting that over 75% of traders on the platform experience losses . This transparency sets a clear benchmark for evaluating other platforms.
For self-directed investors, eToro offers an easy-to-use interface. However, its fee structure - such as currency conversion charges and higher spreads - requires careful consideration. Combining its community-driven tools with robust data insights, eToro is a great choice for those who want both collaborative features and detailed investment analytics.
2. InvestEngine
InvestEngine is a low-cost platform giving users access to over 760 ETFs from leading providers . What sets it apart is its zero-fee DIY investing option, making it a standout choice in the crowded investment app market.
| Portfolio Type | InvestEngine Fee | Additional Costs |
|---|---|---|
| DIY Portfolio | £0 | ETF costs + market spread |
| Managed Portfolio | 0.25% annually | ETF costs (avg 0.12%) + market spread (avg 0.07%) |
This transparent fee structure helps boost long-term returns. A December 2024 analysis revealed that investing £1,666 monthly into five UK ETFs over 10 years (with 7% annual growth) would yield £10,972 more with InvestEngine compared to Hargreaves Lansdown .
Tools for Self-Directed Investors
InvestEngine isn't just about low costs - it also offers powerful tools for managing portfolios:
- ETF Look-through: Provides detailed data on each ETF's holdings, including companies, sectors, and regions.
- Fractional Investing: Start investing with as little as £1 .
- One-click Rebalancing: Keeps your portfolio aligned with your target allocation, even as markets shift.
- Automated Savings Plans: Makes regular investing simple and consistent.
"On cost, InvestEngine is the clear winner whether you want to build your own portfolio or invest in a managed portfolio. In fact, it's cheaper to invest in Vanguard's funds through InvestEngine than it is through Vanguard" .
The platform also earns high praise for its ease of use. Dr. B Al-Shaikh described it as an "excellent platform with a huge choice of ETFs" . This mix of advanced features and a user-friendly interface makes it ideal for cost-conscious, self-directed investors.
3. Plum
Plum is an AI-driven platform that combines automated savings with a wide range of investment options. By 2025, it has attracted over 2.35 million users .
Pricing Structure and Investment Options
Plum uses a subscription-based pricing model with three tiers:
| Plan Type | Monthly Cost | Platform Fee | Key Features |
|---|---|---|---|
| Basic | Free | 0.45% | Automatic saving features |
| Pro | £2.99 | 0.45% | Access to fund investing and advanced automation tools |
| Premium | £9.99 | 0.15% | Lower fees and access to all features |
Users can invest in over 3,000 stocks and 26 mutual funds through Stocks & Shares ISAs or General Investment Accounts. The pricing is designed to work seamlessly with Plum's AI tools, helping users maximize their savings and investments.
AI-Driven Features
Plum's AI analyzes users' financial activity, including income, bills, and spending habits . Using this data, the platform calculates safe amounts to save or invest automatically. Additional tools include smart price alerts and automated recurring buy orders, making the investment process simpler and more efficient.
Cost Comparison Analysis
For portfolios under £12,000, Plum's fees are higher compared to Nutmeg. However, as portfolio sizes increase, Plum becomes more cost-effective until balances approach £425,000 .
Investment Accessibility
Plum makes investing approachable with a minimum investment requirement of just £1 . Features include commission-free stock trading, Self-Invested Personal Pension (SIPP) options , and a Cash ISA offering a competitive variable AER of 5.05% . Its intuitive interface avoids financial jargon, catering to tech-savvy, self-directed investors.
Next, we’ll take a closer look at Nutmeg to further evaluate AI-powered wealth management platforms.
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4. Nutmeg
Platform Overview and Investment Options
Nutmeg offers five ETF-based portfolio options: Fixed Allocation, Fully Managed, Thematic, Socially Responsible, and Smart Alpha. It supports various account types, including Stocks and Shares ISAs, SIPPs, JISAs, and LISAs. Here's a closer look at its fee structure.
Fee Structure and Costs
| Portfolio Type | Management Fee (Up to £100k) | Management Fee (Above £100k) | Average Fund Charges |
|---|---|---|---|
| Fully Managed / Smart Alpha / Thematic | 0.75% | 0.35% | 0.20% – 0.32% |
| Fixed Allocation | 0.45% | 0.25% | 0.21% |
| Socially Responsible | 0.75% | 0.35% | 0.29% |
For example, a £50,000 portfolio under the Fully Managed option would cost around £375 per year, while a £100,000 portfolio would amount to approximately £750 .
AI-Driven Features
Nutmeg's Smart Alpha portfolios integrate insights from J.P. Morgan Asset Management, using AI-driven strategies. This aligns with a growing trend, as 31% of Gen-Z and 20% of Millennials reportedly use AI-powered investment tools .
Performance and User Experience
Nutmeg has received a Trustpilot score of 3.8 from 1,856 reviews, with users frequently highlighting its user-friendly design. Its medium and high-risk portfolios have outperformed several competitors over five-year periods .
"Both web and mobile trading platforms and well designed and very easy to navigate making it simple to place trades and monitor your account." – Investing Insiders
Additional Services
The platform offers personalized financial advice for a one-time fee of £575. A minimum investment of £500 is required to get started .
Nutmeg's combination of transparency, automation, and J.P. Morgan's expertise makes it appealing for investors seeking a balance of technology and professional input.
5. Mezzi
Mezzi is a platform designed for self-directed investors, offering AI-driven tools to simplify wealth management. With connections to over 10,000 global financial institutions and a strong 4.7/5 app rating , it’s a popular choice for those looking to take control of their investments.
AI-Powered Tools
Mezzi's AI tools are built to make wealth management easier and more efficient. Key features include:
| Feature | Purpose |
|---|---|
| Hidden Fee Detection | Spots hidden fees in your investments |
| Cost Comparison | Finds lower-cost options for similar investments |
| Expense Ratio Analysis | Compares fund costs to category averages |
| Fee Impact Projection | Calculates how fees affect long-term growth |
The platform's AI trading signals are particularly useful, identifying 72% of market patterns to help users make smarter decisions .
Pricing Structure
Mezzi offers flexible pricing plans to fit different needs:
| Plan | Monthly Cost | Description |
|---|---|---|
| Free | $0 | Basic account views and family collaboration tools |
| Premium | $119/year | AI insights, unlimited AI chat, and tax management tools |
| Enterprise | Custom | White-labeling, API access, and dedicated support |
Investment Management Features
Mezzi focuses on reducing investment costs and maximizing returns. For instance, research shows that cutting just 1% in fees on ETFs and mutual funds could add $186,877 to retirement savings . Similarly, optimizing capital gains taxes could turn $10,221 in tax savings into $76,123 over 30 years . These features are paired with strong security measures to protect user data.
Security and Integration
Security is a top priority for Mezzi. It works with trusted providers like Plaid and Finicity (Mastercard) to ensure secure connections to financial accounts. This setup allows users to consolidate their investments, compare performance across platforms, fine-tune portfolio allocations, and implement tax-loss harvesting strategies - all within a secure environment.
User Experience
Mezzi combines advanced functionality with an easy-to-use interface. Users can customize account views based on tax type, group accounts for better organization, and share insights with financial advisors. This setup empowers investors to manage their portfolios independently, avoiding the need for costly advisor fees.
App Comparison: Key Features and Drawbacks
This breakdown dives into the trade-offs self-directed investors face, focusing on costs, AI tools, and user satisfaction across top platforms.
Cost Structure Analysis
| Platform | Trading Fees | Management Fees | Account Minimum |
|---|---|---|---|
| Betterment | $0 per trade | $4/month (lower balances) or 0.25% annually | None |
| Wealthfront | $0 per trade | 0.25% annually | None |
| Public | $0 for stocks/ETFs | $3.99/month inactivity fee (<$70, 6 months no activity) | $0 |
| Fidelity | $0 for stocks/ETFs | 0.35% for balances over $25,000 | $0 |
| Mezzi | $0 for basic features | $119/year Premium | $0 |
This table provides a clear view of the costs, setting the stage for evaluating AI features and user experiences.
AI-Powered Features
AI is becoming a game-changer in investment platforms. For example, Alpha by Public offers instant market analysis powered by AI . Magnifi stands out with its natural language search tool, which delivers personalized investment suggestions alongside risk assessments . Mezzi takes a different route, using AI to identify hidden fees and optimize tax strategies, helping users maximize efficiency.
User Experience and Ratings
| Platform | iOS Rating | Android Rating | Key User Feedback |
|---|---|---|---|
| Fidelity | 4.8 | 4.5 | Strong educational tools; interface can be complex |
| Public | 4.7 | 4.1 | Easy to use; some users report withdrawal delays |
| Wealthfront | 4.8 | 4.8 | Highly automated; occasional transfer delays |
| Betterment | 4.8 | 4.7 | Simple and user-friendly; minor technical hiccups |
Expert Insights
"SoFi is a fantastic hybrid solution, including educational resources, automatic investing, and the flexibility to buy individual stocks or ETFs", says Chad Harmer, founder and chief investment officer at Harmer Wealth Management .
"I really like Betterment for investors just starting out...They do a great job of automating the process and making it very user-friendly", adds Carman Kubanda, a certified financial planner at Innovative Wealth Building .
This comparison highlights the distinct features and compromises of each platform, helping investors align their choices with personal goals and strategies.
Recommendations by Investor Type
In 2025, AI-driven wealth management platforms are shaping the way investors approach their financial goals. The choice of platform depends on your investment style and comfort with technology. Here's a breakdown of recommendations tailored to different types of investors:
Beginner Investors
If you're just starting out, platforms that focus on simplicity and education are ideal. Betterment and SoFi Active Invest stand out in this category. Betterment charges $4 per month or 0.25% annually , while SoFi offers zero management fees . Both platforms provide excellent educational tools and automated investing options.
"I really like Betterment for investors just starting out...They do a great job of automating the process and making it very user-friendly." - Carman Kubanda
Active Traders
For seasoned investors who thrive on active trading, platforms like E_TRADE and Interactive Brokers are worth considering. E_TRADE's Power E*TRADE platform comes with advanced analysis tools and detailed charting . Meanwhile, Interactive Brokers offers features like the Options Wizard, ideal for executing complex trading strategies.
Passive Long-term Investors
If you're a hands-off investor focused on building wealth over time, Wealthfront is a great option. It charges an annual fee of 0.25% and provides features like automated portfolio rebalancing and tax-loss harvesting. Plus, it includes goal-setting and financial planning tools to keep you on track.
Tech-Savvy Value Seekers
For those who want cutting-edge AI features, Mezzi's Premium membership is a solid choice. At $119 annually (around $9.92 per month), it offers real-time AI prompts, unlimited AI chat, and automated tools for optimizing taxes and fees.
| Investor Type | Recommended Apps | Key Benefits | Monthly Cost |
|---|---|---|---|
| Beginners | Betterment, SoFi Active Invest | Educational tools, automated investing | $4 or 0.25% annually |
| Active Traders | E*TRADE, Interactive Brokers | Advanced tools, options trading | $0 base (per-contract fees apply) |
| Passive Investors | Wealthfront | Automated rebalancing, tax-loss harvesting | 0.25% annually |
| Tech-Savvy Value Seekers | Mezzi | AI-driven insights, fee optimization | ~$9.92 (or $119/year) |
Investors Interested in Socially Responsible Investing
If you prioritize socially responsible investing, Fidelity is a strong contender. Its mobile app is highly rated, with 4.8 stars on iOS and 4.5 stars on Android . Fidelity also offers excellent educational content and zero commission on stock and ETF trades .
